WHY COSMETC SURGEON SHOULD TARGET HISPANIC MARKET?

According to the American Society of Plastic Surgeons:

Hispanic Plastic surgery increased more than 100% from 2000 and 2008


Latina Women interest in seeking Cosmetic surgery in USA has increase by 9% from 2007 and 2009.

They now seek for Cosmetic Surgeons in North America who Understand and have gad experience with ethic skin.

6% Young Hispanic Mothers (age 23 -28) worry about their looks and have considered Surgery

78% of Latina Woman between age 24 and 54, would select a Plastic Surgeon based solely, on recommendation by a family member or close friend who’s had a cosmetic work done

Some biggest concern among Young Latina is recovery time and fear of looking too Caucasian after surgery

Between 2007 and 2008 there was an increase in plastic surgery procedures among all groups except “Caucasians”

While there was a 2 percent decrease among non Hispanic whites, there were 3 million ethnic procedures representing an 18 percent increase among Hispanics

IS RECESSION TIME AN OPPORTUNITY FOR YOUR BUSINESS?

YES IF YOU:

Protect Your Assets
Preserve Cash Flow
Focus on Core Customer Base
Adjust Pricing
Monitor Your Competitors
Adjust Media Strategy
Measure Results


PROTECT YOUR ASSETS

Separate business and personal finance Incorporate
Create Subchapter S or LLC
Do not co-mingle personal and business accounts
Use company credit, (with personal guarantee, if required)
Use OPM (other people’s money)
Leverage purchasing power to obtain supplier credit
Take advantage of government and community resources


PRESERVE YOUR CASH FLOW

Manage Receivables
Watch for changes in payment patterns
Manage Payables
Hold on to cash, but don’t lose credit privileges
Contain Costs
Convert fixed costs to variable costs
Conserve capital by outsourcing rather than investing
Adjust product portfolios to eliminate less profitable lines
Negotiate supply channel discounts, credit and other savings


FOCUS ON CORE CUSTOMER BASE

Up sell
Incentivize
Incremental spending
Reward referrals


ADJUST YOUR PRICING

Don’t cut prices, increase perceived value
Feature price promotions
Use to support new, up sold or incremental
business
Reduce thresholds for discounts


$ MONITOR YOUR COMPETITORS

Track their business
Stay up-to-date on their pricing and promotions
Know where and when they cut back on marketing


$ ADJUST MEDIA STRATEGY

Align brand (s) to market sentiment
Refine message to resonate with consumer concerns
Focus on benefits, value and ROI
Create a sense of urgency
Use direct response techniques – have a call to action
Increase your share of voice
Target narrowly
Select fewer media and go for domination
Hold or grow frequency
Stretch your dollar
Rethink ad size/length
Negotiate



$ MEASURE RESULTS

Gross sales and profitability are secondary
Goal is increased share of market


“When Times Are Good, You Should Advertise.

When Times Are Bad, You Must Advertise.”

ADVERTISING DURING A RECESSION?

ARE WE IN A RECESSION?


THE GOOD NEWS IS: WE HAVE BEEN THROUGH THIS BEFORE!

ACCORDING TO: ABP / MELDRUM & FEWSMITH STUDY

“Sales and profits can be maintained and increased in recession years, and in the years immediately following by those who are willing to maintain an aggressive marketing posture while others adopt the philosophy of cutting back.”


ACCORDING TO: ABP / MELDRUM & FEWSMITH STUDY

“…Companies that did not cut advertising expenditures during the 1974-75 recession experienced higher sales and net income (during those two years and the two years following) than those companies that cut in either or both recession years."

ACCORDING TO: McGRAW-HILL :

“Firms that maintained or increased their advertising expenditures during the 1981-82 recession averaged significantly higher sales growth both, during the recession and for the following three years than those which eliminated or decreased
advertising."


THE MARKETSENSE : compared 101 household name brands that increased advertising during the recessionary period 1989-1991.

Kraft Salad Dressing Up 70%
Jif Up 57%
Pizza Hut Up 61%
Taco Bell Up 28%
Coors Lite Up 16%
Bud Light Up 15%

Bigger Business Blogs Better Lead Bringers

According to the Hubspo research:

Business blogs begin generating significantly more leads when they have a
median of 24 or more articles posted,

Businesses with blog article numbers above this critical threshold are likely to
have enough content to make a significant impact on search engines through
additional indexed pages and new keywords with which to associate.
In addition, other sites are more likely to link to a blog that offers a steady
stream of content.
Businesses with blogs of 24-plus articles are more likely to be committed
to updating their blog frequently and, thus, are likely to generate more
traffic from referring sites.

Business blogs that have 0-11 articles posted will generate a median of three leads.
Once blogs reach the 12-23 posted article threshold, this median dramatically rises to 10.

However, blogs with 24-51 posted articles generate a median of 13 leads, and will
generate a median of 23 leads when the posted article threshold reaches 52. This
represents 77% lead growth, more than twice the 30% lead growth that occurs when the number of
posted blog articles reaches 24.

Most Business Blogs Post Weekly

29% of business blogs in 2010 post two to three times a week,

38% of business blogs in 2010 post weekly

17% of business blogs in 2010 post monthly.

3% of business blogs in 2010 post multiple times a day.


58% of companies making weekly blog posts acquire a customer, meaning most
companies are leaving a significant tool for customer acquisition on the table.

Blog Post Frequency Makes a Difference

Examining company blogs closer, the unsurprising finding is that the more posts a company makes, the more success it will have driving new business.

100% of companies posting multiple times a day on their blogs acquired a customer
90% posting daily acquired a customer.

This figures declines to 69% for companies posting two to three times a week, and all the way down to 13% for companies posting less than monthly.

SOCIAL MEDIA AID AND CONSUMER ACQUISITION

Social Media Especially Helps B2C

When social media customer acquisition figures are broken out by B2B and B2C companies, it becomes clear that B2C companies generally obtain much more value from their social media marketing efforts.

51 % percent of B2C companies have acquired a customer from Twitter,
Compared to 38% of B2B companies.
The difference is most stark in customer acquisition figures for Facebook, which 68% of B2C companies have obtained a customer from but only 33% of B2B companies.

However, when it comes to professional social media network LinkedIn, the usefulness trends reverse:

41% of B2B companies have obtained a customer from LinkedIn, compared to only 26% of B2C companies. Figures for company blog customer acquisition are closest in range, with 57% of B2C companies and 43% of B2B companies obtaining a customer through this channel.

Why Should You Advertise in The Hispanic Market?

Why Should You Advertise in The Hispanic Market?


It is clear that the Hispanic market is a force in terms of population and increasing Buying Power ( 1 TRILLION DOLLARS)

• US is the 5th largest Spanish-speaking country in the world
• By 2020 the Hispanic population is expected to reach 70million and by 2050 one four Americans will be Hispanic
• 79% of Hispanics speak Spanish in the home, and 70% watch TV, listen to radio, read Spanish language newspapers and other media outdoors
• Hispanics share strong commitment to family, religion and heritage
• It is clear that the Hispanic market is a force in terms of population and increasing Buying Power
• Now advertisements require a unique feel, appealing to Hispanic values and preferences

SOCIAL MEDIA AID AND CONSUMER ACQUISITION

According to “State of Inbound Marketing Report” from the internet marketing firm Hubspot: Many B2C and B2B companies are successfully using social media networks to acquire customers:

Major Social Media Channels Provide Leads to 4 in 10 Companies
More than 4 in 10 companies overall have acquired a customer from 4 major social media channels.
41% of companies have acquired a customer from both Twitter and LinkedIn.
That figure rises to 44% for Facebook and 46% for a company blog

Hispanic TV Audience

Hispanic TV Audience Shows Fastest Growth in ’09-‘10 The Hispanic TV audience in the US is growing faster than the TV audience for the total population, according to earlier estimates from The Nielsen Company, which show a continued increase of Hispanic TV homes (2.3%) compared with total US TV homes (0.3%) for the 2009-2010 TV season. Nielsen predicts that number of people ages 2 and older in Hispanic TV homes will also grow, with estimates showing a 2.4% increase to a total of 44.3 million.

Multicultural Media Trends

Multicultural Media Trends

When compared to the general population, on average…

Hispanic Media Consumers
Strong following of “telenovelas” – Spanish-language soap operas.
On average, watch more broadcast and satellite TV.
Display higher usage of mobile internet.

African American Media Consumers
Have the highest TV usage of any demographic at nearly 80 hours a week per household.
Have a higher percentage of multi-set households.
Display higher usage of mobile internet.

Asian American Media Consumers
More likely to have newer technology (DVD, HD, digital cable).
Tend to watch less TV

Multicultural CPG Buying Trends

Multicultural CPG Buying Trends

When compared to the general population, on average…



Hispanic Shoppers
Tend to spend more on categories for babies and children. Hispanic households represent 11.8% of CPG total spending, but 16.6% of disposable diaper sales.
Tend to spend more in traditional mass merchandise and warehouse clubs.
Tend to spend more on food consumed at home.

African American Shoppers
Tend to spend more on health and beauty products, such as fragrance. African Americans represent 11% of CPG total spending, but 20.3% of dollars spent in beauty supply stores.
Tend to spend more in drug and dollar stores.
Tend to spend more on ingredients used to cook from scratch.
Tend to buy fewer items on deals or with coupons.
Tend to spend more on food consumed at home



Asian American Shoppers
Tend to spend more in club stores. Asian Americans represent 3% of CPG total spending, but 5.5% of dollars spent in warehouse clubs.
Tend to spend more on categories for babies and children.
Are more likely to eat outside of the home.




PATRICIA@POWERMEDIAGROUP.COM

Minority Growth Represents Marketing Opportunity

The increasing percentage of the US demographic profile represented by ethnic minorities presents an opportunity to marketers and retailers, according to The Nielsen Company.
Minority Growth Offers CPG Potential By 2050, more than half of the U.S. population will be non-white (African-American, Asian, Hispanic). In that same time frame, the economic opportunity for brands in the multicultural CPG space is projected to exceed $500 billion.

Los Angeles Business Journal "Woman Making a Difference Award”

• Patricia Gracia, Winner of the 2010 Los Angeles Business Journal "Woman Making a Difference Award” - Category: Rising Star



The culmination of nearly a decade of hard work has attracted growing widespread attention, particularly among long established names in media and industry, to Latina Patricia Gracia, founder and president of advertising agency Power Media Group (http://www.powermediagroup.com). The most recent public recognition of her efforts in the business community was lauded by the Los Angeles Business Journal, which awarded her at a ceremony on May 25 with its Women Making a Difference in the Los Angeles community award.

Power Media Group Inc.

The United States Small Business Administration's Los Angeles District Office recently selected Gracia as the Minority Small Business Champion of the year in recognition of her commitment to support minority entrepreneurship through the creation of a business incubator in Santa Clarita.

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STARTING A NEW BUSINESS?

STARTING A NEW BUSINESS?

DO YOU WANT TO SAVE A LOT OF MONEY DURING THIS ECONOMIC RECESSION?

WORKING FROM HOME NOT WORKING FOR YOU?

WOULD LIKE TO WORK IN A PROFESSIONAL ATMOSPHERE?

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Skipping the Weight Loss Plateau Realized Using Avidia Natural Products' All-Natural Slim Cycle

Slim Cycle's patent-pending Cyclical Weight Loss System addresses and overcomes the body's adaptive response to dieting while increasing metabolism, according to Avidia Natural Products founder and CEO Adel Villalobos.

Santa Clarita (PRWEB) May 27, 2010 -- Avidia Natural Products is aiming to resolve a common frustration among dieters who lose pounds quickly in the beginning of a weight loss program and hit a screeching halt halfway through. The company has developed Slim Cycle, clinically developed to break through the weight loss "plateau" to continue to drop stubborn, unwanted pounds.

"It has been proven scientifically that the body's built-in mechanisms adapt and resist change. For most people, weight loss products stop working after two or three weeks – yet, customers continue to spend money on a product without receiving any benefit," Villalobos said. "Slim Cycle is the first product of its kind that continues to produce weight loss results into the second and third months as well as it did in the first week."

Slim Cycle cycles between two clinically developed products:

• Cycle 1 shocks the body into weight loss for 21 days and before the body can build resistance
• Cycle 2 begins with a cell receptor therapeutic system that is taken for seven consecutive days. Cycle 2 restores the fat cell sensitivity lost during Cycle I.

The body's ability to lose weight and increase metabolism is enhanced at the cellular level through support from ingredients such as green coffee bean extract, green tea extract, caffeine, evodiamine, and naringenin plus cell receptor therapeutics such as Cyclic Adenosine Monophosphate (cAMP). Avidia offers meal plans and exercise regimens to complement Slim Cycle. Month after month, people following the Slim Cycle program with a healthy diet and regular exercise achieve weight loss results over an extended period.

El Aviso Magazine Kicks Off Futbol Fantastico for Southern California Hispanic Community With Dynamic Campaign From Power Media Group

Santa Clarita, Calif. (PRWEB) May 26, 2010 -- Mexican immigrants to the United States don't always make it to the front cover of mainstream news media for the right reasons, so a small business venture which began making waves in the Hispanic community with its own news as "El Aviso" 23 years ago – is drawing attention in its newest venue on the air waves with a 14-week on-air promotion, "Futbol Fantastico," in conjunction with broadcast reports on soccer in South Africa.

Power Media Group Inc. - a thriving Hispanic-owned advertising agency skillful in building relationships and brands with the Hispanic consumers - created El Aviso tie-in with the World Cup, in collaboration with Radio Exitos 93.9FM.

For El Aviso to become involved in soccer as a means to increase visibility among the Hispanic community is logical: nearly 47 million Hispanics reside in the U.S. as the Census reports, and 85 percent have roots in countries where soccer is the dominant sport; beyond those numbers, there's the composition of the Major League Soccer fan base with 33 percent Hispanic.

"Futbol Fantastico" showcases Alfredo Dominguez Muro - founder and creator of ESPN Espanol - and his live daily World Cup reports from South Africa, and highlights El Aviso Magazine sponsorship. While drawing World Soccer Cup enthusiasts to the El Aviso name, Power Media Group is helping to grow top-of-mind awareness of El Aviso and to develop the ElAviso.com online audience.

Hispanic Aesthetics Boosted by American Academy Of Cosmetic Surgery, American Society Of Cosmetic Breast Surgery President Dr. Mark Berman

SANTA CLARITA, Calif./EWORLDWIRE/April 17, 2010 --- Of the group of cosmetic surgeons who can truly make a claim of understanding the distinct needs of Hispanics, Dr. Mark Berman is taking a fresh approach to raising awareness of his personal connection to the Hispanic community. Though a graduate of the Chicago Medical School, Dr. Berman developed a bond with the Hispanic community during a period he spent studying abroad at the Autonomous University of Guadalajara (Universidad Autonoma de Guadalajara). Berman developed fluency in Spanish during this program.

Over a quarter century later, the West Los Angeles surgeon has engaged Power Media Group, a thriving Hispanic-owned advertising agency widely recognized as skillful in building relationships and brands with Hispanic consumers, to further pursue publicizing his surgical services.

"A widespread concern among young Latinas is the fear of looking artificial and losing their natural elements of beauty," stated Berman. "When I perform a nose surgery, for example, I really want to make the nose naturally fit with the face and not look like it's been operated upon." More than 20 percent of his patients are Hispanics who come from all over the United States.
Even with widespread cuts to consumer budgets across the economy, over 17.5 million cosmetic procedures were performed in the U.S. by cosmetic surgeons in 2009. It's a figure that constitutes an 8 percent jump in just a year Berman, who is newly elected president of American Academy of Cosmetic Surgery (AACS), says that aside from the aging population's increasing reluctance to look old, there could be a link to added pressure on jobseekers - to look good to find or retain jobs.

"Baby Boomers might look 50 or 60 on the outside, but we're still 25 on the inside," stated Berman. "We want to look the way we think we look." Berman points to a 2009 AACS Procedural Census Fact Sheet released this month that indicates the increase marked a 9 percent increase among women and 2 percent increase among men.

Real Estate Investment Awareness Campaign by The Herrera Sindell Group, Inc. Moves Ahead With Power Media Group, Inc.

The company's success has leaded The Herrera Sindell Group to triple office space - from 3,000 to 10,000 square feet in Sherman Oaks.
SANTA CLARITA, CA, May 30, 2010 /24-7PressRelease/ -- Juan Herrera, spokesperson for The Herrera Sindell Group, references the tripling of the business' net worth over the last year, and the variety and number of monthly acquisitions the firm makes, often averaging 25-50 - activity which brings even more investors to the company. "Willing investors in the open market are confronted by large numbers of competitors looking for the same product - sound investments that yield strong cash-on-cash returns.

"We apply two decades of real estate experience to the property acquisition we present, and there is no question about our being in the business of investing and reaping a return on investment for our investors and our company," added Herrera.

Alongside commercial acquisitions just entering the real estate picture, over the past six months, higher priced residences have experienced a decrease in property values. While foreclosures are still high, it remains a perfect real estate investment profit opportunity."